MARKETNG 3505 - Management of Brands III
North Terrace Campus - Semester 1 - 2015
General Course Information
Course Code MARKETNG 3505 Course Management of Brands III Coordinating Unit Business School Term Semester 1 Level Undergraduate Location/s North Terrace Campus Units 3 Contact Up to 3 hours per week Available for Study Abroad and Exchange Y Prerequisites MARKETNG 2500 or MARKETNG 1001 and MARKETNG 2501 Corequisites MARKETNG 3500 Course Description A company's brand will often be amongst the most valuable of their assets. Even startup companies and individuals need to be conscious of what their brand stands for. The "Brand Manager" in a large company is responsible for the maintaining and growing the value of the company's brand. This course prepares student for this role, for "products" that may be a good or a service, a tangible or an intangible. Industry standard brand metrics are used as an introduction to practical measurement and management and the course advances to the theory of brand equity, points of parity and points of difference. Brand co-creation is explored, with particular reference to social media marketing such as Facebook, Twitter and Blogs. The leveraging of brand equity into brand extensions (as with Virgin) is evaluated as a form of growth strategy.
Course Coordinator: Associate Professor Roberta Crouch
Lecturer in Charge: Dr Roberta CrouchLocation: Room 10.13, Nexus 10
Telephone: 8313 6892
Tutor: Ms Bora Qesja
Your tutor is your first point of contact. They will be available during tutorials to answer any questions. Please use this time to ask questions.
The full timetable of all activities for this course can be accessed from Course Planner.
Course Learning OutcomesOn successful completion of this course, you will be able to:
1. Discuss the role of branding in creating strong brands;
2. Identify and explain strategies that build brand equity;
3. Demonstrate how knowledge of branding can be applied to marketing;
4. Display critical thinking and problem solving skills;
5. Gain, evaluate, and synthesize information and existing knowledge from a number of sources and experiences;
6. Prepare a professional, logical and coherent brand audit within a specific context.
University Graduate Attributes
This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:
University Graduate Attribute Course Learning Outcome(s) Knowledge and understanding of the content and techniques of a chosen discipline at advanced levels that are internationally recognised. 1,2 The ability to locate, analyse, evaluate and synthesise information from a wide variety of sources in a planned and timely manner. 5,7 An ability to apply effective, creative and innovative solutions, both independently and cooperatively, to current and future problems. 4 Skills of a high order in interpersonal understanding, teamwork and communication. 1,5 A proficiency in the appropriate use of contemporary technologies. 4,6 A commitment to continuous learning and the capacity to maintain intellectual curiosity throughout life. 3,4 A commitment to the highest standards of professional endeavour and the ability to take a leadership role in the community. 8,7 An awareness of ethical, social and cultural issues within a global context and their importance in the exercise of professional skills and responsibilities. 8
Required ResourcesText Book:
Keller, Kevin L. (2013), Strategic Brand Management: Building, Measuring, and Managing Brand Equity (Fourth Global Edition). Pearson, Australia.8
Online LearningAll the information (course slides. recordings and case studies) will be uploaded on Myuni.
Learning & Teaching Activities
Learning & Teaching ModesThis course entails 2-hour face-to-face lectures and one 1-hour tutorial over the semester.
Please attend the tutorial you are enrolled in. Attendance will be taken and participation marks will be allocated.
Lectures will commence on Tuesday 3rd of March and will conclude on Tuesday 2nd of June. Tutorials will commence Tuesday 10th of March and conclude on Tuesday 2nd of June. No classes and tutorials will be held on the 17th of March.
The information below is provided as a guide to assist students in engaging appropriately with the course requirements.Students in this course are expected to attend all lectures and tutorials.
Learning Activities Summary
Topic and tasks
Brands and Brand Management
Text Chapter 1
- No Tutorials
Customer-Based Brand Equity, Brand Positioning, Resonance and Value
Text Chapters 2 & 3
- Ethical Fashion Case Study Discussion
Lectures and Tutorials Cancelled for this week
Both the Lectures and the Tutorials are cancelled for this week only
Developing and Selecting Brand Elements and Designing Marketing Programs
Text Chapters 4 & 5
- Body Shop Case Study Discussion
Communicating Brands and Leveraging Secondary Brand Knowledge
Text Chapters 6 & 7
- Hugo Boss Case Study Discussion
Tracking and Measuring Brand Equity
Text Chapter 9 & 10
- Group Work on Brand Development
- Hand out Case Study for Quiz – Explanation
Mid-Semester Break 11/4/2015-25/04/2015
Designing and Implementing Brand Architecture
Text Chapter 11
- In Class Quiz - Case Study handed out in week 6
New Products and Brand Extensions
Text Chapters 12
- Weight Watchers Case Study Discussion
Managing brands over time
Text Chapters 13
- Group Work on Brand Development
Managing Brands Over Geographic Boundaries and market segments
- Discussion of Premium Watch Branding Comparisons
- Brand Development ‘snap-shot’ (Group Assessment)
Exam Revision – lectures and tutorial
Tutorials are an important component of your learning in this course. The communication skills developed in tutorials by regularly and actively participating in discussions are considered to be most important by the Business School and are highly regarded by employers and professional bodies.
The University's policy on Assessment for Coursework Programs is based on the following four principles:
- Assessment must encourage and reinforce learning.
- Assessment must enable robust and fair judgements about student performance.
- Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
- Assessment must maintain academic standards.
Assessment Due Date and Time Weight Learning Objectives Mid-Semester case study quiz
April 28,2015 in Tutorial 20% 1,2,3,4,5 Developing an Original Brand
(Group Assessment in 2 parts)
Sanp Shot 5%
May 26,2015 in Tutorial
Video Presentation 25%
June 2, 2015-submitted via
USB in Tutorial
Total of 30% 1,2,3,4,5,6 Tutorial Participation
Ongoing 10% 1,2,3,4,5,6 Final Exam
TBA 40% 1,2,3,4,5,6
Assessment Related RequirementsTo gain a pass for this course, a mark of at least 50% must be obtained in the final exam, as well as a total of at least 50% overall. Students not achieving the minimum total final exam mark will be awarded no more than 49.
Assessment DetailThe assessment components are as follows.
Case Study Quiz 20%
Due Date: April 28, 2015 – in tutorial
A case study will be handed out in tutorials held on April 7, 2015 and it will be posted on MyUni after that date. The quiz pertaining to the case study will be conducted in tutorials on April 28, 2015 and will be different for each tutorial group due to time differences of the tutorials throughout the day.
Brand Development Project 30%
Due Date: Snap Shot on May 26, 2015 (5%), Video presentation recording during the tutorial of June 2, 2015 (25%).
This is a group assignment (maximum of 5 people per group). The group is tasked with developing an original brand for a product or service. This will include (among other things) identity, brand elements, target audience, position and product value. More information on this will be provided in lectures and tutorials. The overall project is assessed in 2 parts:
‘Snap Shot’ 5 minute per group presentation will provide a very ‘short, sharp and shiny’ overview of the brand that you have created. You are restricted to 3 slides! It is permissible for only 1 member of the group to present – all group members will get the same grade (5%).
Video Recording of a 15-minute presentation that provides a succinct but comprehensive overview of your brand. This should include each member of your group. No group member can be allocated a mark for this if they are not present. In conjunction with the submission of your recording (video with audio), you must also provide a copy of your PowerPoint presentation so we can view both simultaneously when assessing your work (25%).
Tutorial Participation 10%
A mark is awarded for tutorial participation and attendance. Students are required to not only attend tutorials but to read and be prepared for case study discussions, and to take an active part.
Final Examination (TBA) 40%
Information regarding the exam format will be provided during lectures and tutorials on June 2, 2015.
SubmissionExtensions to the due date of individual assessment may be granted under special circumstances. An extension request based onillness or on exceptional personal circumstances must include the "Supporting Statement / Certification Form" at: http://www.adelaide.edu.au/student/exams/Medical_Compassionate_Application_Form_-_12_June_2013.pdfStudents applying for an extension based on medical reasons must visit their medical practitioner, with that approved Universityform, and have the medical practitioner complete it. A normal doctor's certificate will not be accepted. For supplementary examination on compassionate grounds refer to:http://www.adelaide.edu.au/student/exam/Medical_Compassionate_Application_Form_-_12_June_2013.pdfLegible hand-writing and the quality of English expression are considered to be integral parts of the assessment process. Marks may be deducted because of poor hand-writing.Assignment Guidelines including Referencing DetailsA copy of the Postgraduate Programs: Communication Skills Guide will have been given to you at the beginning of your program. This guide will assist you structure your assignments. A copy of the guide can also be downloaded from http://www.business.adelaide.edu.au/documents/CSG_business_Web_final.pdfThis publication also provides guidelines on a range of other important communication skills including writing essays and management reports, making oral presentations etc. In preparing any written piece of assessment for your undergraduate studies it is important to draw on the relevant ‘literature’ to support critical analysis. Also essential is to reference the literature used.Correct referencing is important because it identifies the source of the ideas and arguments that you present, and sometimes the source of the actual words you use, and helps to avoid the problem of plagiarism.
Further assistance with referencing is available from the Faculty’s Learning Support Advisors. The contact details are provided in the Communication Skills Guide.
Late Assignment Submission
Students are expected to submit their work by the due date to maintain a fair and equitable system. Extensions will generally onlybe given for medical or other serious reasons. All requests for extensions must be emailed to the lecturer in charge of the course before the due date using the appropriate university form. Each request will be assessed on its merits. No extensions will be awarded for group work. A late assignment where no extension has been granted will be penalised by a reduction of 10% of the mark given for each day, or part of a day, that it is late.
Return of Assignments
Lecturers/Tutors aim to mark and return assignments to students within two (2) weeks of the due date with written feedback.
Grades for your performance in this course will be awarded in accordance with the following scheme:
M10 (Coursework Mark Scheme) Grade Mark Description FNS Fail No Submission F 1-49 Fail P 50-64 Pass C 65-74 Credit D 75-84 Distinction HD 85-100 High Distinction CN Continuing NFE No Formal Examination RP Result Pending
Further details of the grades/results can be obtained from Examinations.
Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.
Final results for this course will be made available through Access Adelaide.
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